Ipsos iris: Health and fitness content shines in March spotlight

The health and fitness industry in Australia is booming, with younger Australians aged between 14 and 24 driving the increase in health website and app audiences. According to Ipsos iris data for March, there was an 8.2% increase in this age group compared to February 2024.

Four out of five health apps used by this demographic were fitness-related, with popular apps including Sweat Coin, Flo Period and Ovulation Tracker, Samsung Health, Strava, and Google Fit. Overall, the use of health websites and apps rose by 1.7% to almost 18.3 million Australians, with a significant increase in time spent on health news by 28.4%.

In March, more than 20.7 million people used a news website or app, reaching 96.6% of online Australians aged 14 and above. Sports was the fastest-growing category, up 11.2% compared to February 2024, followed by automotive and health. The average time spent per person on sports content increased by 29.8%, coinciding with the start of the AFL, NRL, and Super Rugby seasons.

Lifestyle websites and apps also saw a significant increase in average time spent per person online, growing by 11.4%. Ipsos iris data revealed that the most consumed website and app categories in February were search engines, social networking, technology, retail and commerce, and entertainment.

The digital audience measurement currency in Australia, Ipsos iris, provides valuable insights into the online behavior of Australians, highlighting the growing interest in health and fitness among the younger demographic.